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Neuromarketing in market research

Author

Listed:
  • Dijana Cosic

    (Hendal d.o.o., Zagreb, Croatia)

Abstract

Neuromarketing is a fairly new discipline that combines behavioural psychology, economics and consumer neuroscience. With the help of different techniques, such as functional magnetic resonance, electroencephalography, positron emission tomography, eye tracker etc., it measures respondent's reaction to different stimuli. It allows the researchers to gain insight into unconscious drivers of choice and preference which they would not be able to discover with traditional methods (focus groups, in depth interviews and questionnaires). In market research, most widely used neuromarketing technique is eye tracker. Me and my associates conducted a typical market research study of a TV commercial with a help of a stationary eye tracker and "Gazepoint" software. 21 respondents participated in the study. The study discovered that one scene in the commercial drew attention much more than the others. As neuromarketing raises ethical issues I reviewed the literature related to these issues and presented an overview of neuromarketing and neuromarketing techniques as well.

Suggested Citation

  • Dijana Cosic, 2016. "Neuromarketing in market research," Interdisciplinary Description of Complex Systems - scientific journal, Croatian Interdisciplinary Society Provider Homepage: http://indecs.eu, vol. 14(2), pages 139-147.
    • Handle: RePEc:zna:indecs:v:14:y:2016:i:2:p:139-147
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    Citations

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    Cited by:

    1. Huddleston, Patricia & Coveyou, Mary Tuski & Behe, Bridget K., 2023. "Visual cues during shoppers’ journeys: An exploratory paper," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    2. Mihaela Constantinescu & Andreea Orindaru & Andreea Pachitanu & Laura Rosca & Stefan-Claudiu Caescu & Mihai Cristian Orzan, 2019. "Attitude Evaluation on Using the Neuromarketing Approach in Social Media: Matching Company’s Purposes and Consumer’s Benefits for Sustainable Business Growth," Sustainability, MDPI, vol. 11(24), pages 1-21, December.

    More about this item

    Keywords

    neuromarketing; eye tracking; market research; ethics;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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